• by Steve McClellan  @mp_mcclellan, August 25, 2011

Advertisers will spend $77 billion on interactive marketing by 2016 - as much as is spent on TV today, according to a new Forrester five year interactive marketing forecast. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising spend, notes Analyst Shar VanBoskirk in her new blog post (http://t.co/sl0YlTb), amounting to a 17% total compound annual growth rate over the next five years. Additional forecast details include:

• Search Marketing: Search will continue as the largest piece of the interactive marketing pie, growing to more than $33 billion over the next five years. However, it will lose share from 55% today to 44% of all IM spend in 2016. • Mobile Marketing: This year, spend on mobile paid advertising and search surpasses email and social and will rocket at a 38% CAGR to $8.2 billion by 2016. • Social Media: The combination of social media management technologies, agency fees, and spend on paid integrated social network campaigns will rev social media at a 26% CAGR over the next five years. Still, social media will only tip $4.4 billion and account for just 7% of interactive spend by 2016.

What does all this growth mean? According to VanBoskirk: "We expect this growth to help firms become adaptive, kill off daily deals, re-emphasize marketing's "p's," and turn consumer electronics into audience targeting tools."